ECPC

ECPC is the improved version of CPC which stands for Cost Per Click. With ECPC, the bidding strategy at cost per click is adjusted to maximize conversion and conversion value. The bidding strategy in ECPC is a combination of manual bidding and 'Smart Bidding'. This 'Smart bidding' then has, for example, a target CPA or target ROAS:

• Target CPA: The average amount you want to pay for a conversion
• Target ROAS: Bidding based on a target return on ad spend

The ECPC strategy automatically adjusts manual bids in situations where the probability of conversion is higher. In addition, automatic bids are lowered when the probability of conversion is also lower. By setting up automatic bidding, bids are automatically set to your company's performance goals. There are several automatic bids that are targeted to meet a goal within your business. These are objectives such as increasing site visits, increasing visibility, target CPA, target ROAS and generating more conversions and conversion value.

ECPC: conversion and conversion value 

You can set the ECPC to optimize for conversions and conversion value. When optimizing the ECPC for conversions, this is what happens:

• Each time an ad qualifies for display, ECPC adjusts your bid based on the likelihood that that click will lead to conversion
• More conversions are generated with ECPC while the cost per conversion decreases or stays the same
• With Shopping campaigns, the ECPC works a little differently, as here the bidding strategy must be looked at longer before performance can be assessed

Setting the ECPC for conversion value offers the following optimization points:

• Each time the ad qualifies for display, your bid is adjusted by ECPC. This is done based on the relative conversion value and how likely the click leads to conversion
• More valuable conversions can be generated with ECPC while the cost per conversion decreases or stays the same
• For campaigns in the search network, only ECPC for conversion value can be used